Hoptimist

Hoptimist is a Philadelphia-based brewery that focuses on the positive things in life, and reflects this by providing a cheery, fun environment with its branding and packaging. Hoptimist’s target demographic is young adults to middle aged people, with a very modern and trendy feel. Additionally, all of Hoptimist’s beers are fruit flavored, with a corresponding emotion or positive attribute to each flavor.

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The project includes a carefully crafted logo, color palette, and typography & icon systems in order to achieve its signature feeling. Vivid colors are used to invoke a bright, friendly feeling from consumers, and a mix of a modern sans serif typeface with one letter in a blackletter typeface provides a unique, trendy sense. The standard face from the main logo is then adapted into expressions for each of the corresponding emotions and attributes. From here, this branding is incorporated in an interactive fashion to labels and a six pack container.